How To Compete With The Big Chain Portrait Studios

Listen to the short 4 minute audio recording below and I’ll explain about this trap that most new Photographers fall into. Then read the post to see a clear visual of how this works.

I received an email a few weeks ago from Sharron, who’s an NewPortraitBiz subscriber asking “How To Compete With The Big Dog Photography Studios“.

I get asked this a lot and the fact is that most people who are Starting a Photography Business worry about competing with the Walmart type Photography Studios and they really shouldn’t.

After Sharron read my email I sent IMMEDIATELY, a few weeks later she wrote me back and said…”Thank You!”

Here’s the email I received giving me the UPDATE. ============================

Hi Scott – You probably don’t remember me but I emailed you last month in a panic regarding these studios offering unbelievable deals and asked how could I compete. You said “DON’T”. “Treat your client’s well and move forward”

Thank you!

Since then I’ve done a huge family project, have been invited to bid on a county youth lacrosse league to shoot teams and individual players, invited to bid on shooting an open house for a large insurance agency (posed and candid shots), a wedding and two family sittings.

Not bragging – just wanted to tell you I’m so glad I had the sense to listen to you and to share my progress.

Thanks!

Sharron Key ==================================

So What Did I Tell Her?

I emailed Sharron back immediately and told her that she shouldn’t worry about this type of competition. What she should focus on is how to separate herself from the crowd and “Treat Her Client’s Well” and move on.

We all tend to focus on what we can’t change and not focus on what we can change. Here’s a few ways to make yourself standout from the Big Dogs.

I want you to read that again…”We all tend to focus on what we can’t change and not focus on what we can change.” That’s a Big One!

So…here’s the basic idea how to do it.

1. Develop A Relationship (Your Control) Learn about them and their families and take the time to focus on what they need and want. Having patience to get that perfect shot when the Walmart Photographer, just says next. You’ll stand out and the clients will tell their friends and family how you took the time to get the shot.

2. Over Deliver (Your Control) Give them something they weren’t expecting. If they ordered a large package…throw in an extra 8×10 just to say thanks. Sometimes spending a little extra time could be considered over delivering.

3. Great Communications (Your Control) This one a lot of people drop the ball on. If a client calls to book an appointment, make sure you follow up ASAP. If they have an issue with an order…fix it FAST!

You have complete control over your clients experience and that’s what you should be focusing on.

This is just 3 things that you can do to stand out from the crowd. Plus…people will talk about you and how Awesome you are…and that’s what you want.

Yes, there will always be people looking for the best deal in town, but we don’t really want to focus on these people. We want to focus on people that want great portraits and a Great Experience. That’s what you Deliver!

If you focus on these 3 things…the rest will take care of itself. Trust in yourself and so will others.

Here’s to your Success

Leave a comment down below and let me know your thoughts or if you’ve fallen into this trap.

If you liked this post…send me a little LOVE and Click the “Like” button below.

Scott,
Excellent advice. I have had to put my business on hold for a bit while I recover from open heart surgery….Just prior to that surgery, I walked into the local Walmart and spotted a brochure talking about a new service they offered. They were touting a no studio, at your location service. They would come to you…The interesting thing to me was their advertisement was almost word for word the introduction I had written for my website (which is now inop for recovery). Point being… I panicked at first wondering how I could compete with such a service….directly competing with as you say one of the “Big Dogs” I had been considering not going back into the business when I saw the recent holiday lines at the counter in the Walmart store. Then I received your e mail with the above story and realized how correct you were…I another very competitive business I was in some years ago, I offered the same advice to a fledgling production manager when he came running to me with the news of new competition in a field we had dominated for years. There is a niche for every competitor who offers an above average product coupled with excellent customer service…..Thanks for reminding me of those principles…..Happy Holidays……Ed Hamell

Max

God grant me the serenity
to accept the things I cannot change;
courage to change the things I can;
and wisdom to know the difference.

That is what my Dad told when I’ve asked him how he competes with a bigger companies. I guess there is a good way of looking at things.
I don’t have the amount of money that big studios have , BUT I sure as hell have enough patience to satisfy my clients needs and treat them in a more personal way.

Thank you Scott
I really needed to here this, Im going threw the same thing.
You are fantastic.

Tony

Andrew

great information Scott as always.
Thanks

Neil Gwillym

Scott, great advice – i’m only a budding am/pro, but in my reral job i’ve learned one simple lesson:-
There’s cheap and there’s good, but only very, very rarely will you find both together.

Have a great Christmas

Stefanie

I used to work for Sears Portrait Studio before I branched out on my own. The company that owns Sears and Walmart is CPI Images, CPI bought Walmart a few years back.

Anyways, there are some GREAT people that work there (I was one of them) We cared about our customers and did great photography with the tools that we were provided. However, that was years ago!

When your customers tell you to compete with them your answer should be that you do! Those packages that they over are one pose and around christmas time those clients will get a newbie photographer that got 30 hours of rushed training (I always did my best to train, but there just was not time) anyways, those low prices are to hook you in get the photos taken and then they pressure you to buy expensive packages. Sears/Walmart representatives are PRESSURED from higher ups to make sales results and when they don’t they are fired, this results in high rollover employees so that the next person you got your pictures taken with is another newbie. Now that I run my own small studio I don’t even think of Sears/Walmart as my competition, because once people go there they know that I am a great deal and they will get more from me, now I know my rates are not the highest, but that is because I charge what I feel is fair for my experience.

Those big studios are not putting money into thier employees, their backgrounds or thier props the only thing they are doing is raising thier prices.. hence their sales are down.. and I mean way down. Customers will flock to us private photographers once they realize that Sears/Walmart are not the bargain they thought.

There is no need to compete with their $5-10 packages because what the customers is getting is only worth $5-10 and those are the customers you dont want anyways, because they are only getting pictures done because of the price. As a photographer I want the people that are going to love what I can do for them and not love what I can do for them for the price!

Good question and a good answer. I really helps to decide what market you are going after. Example, you sell Cadillac and I sell Fords. These different customers are looking for a product that is in their minds eye. What would happen if you tried to sell a Ford to a potential Cadillac customer? Right! They probably give you a dirty look and walk away. You’d most likely would hear, “I’m looking to spend $60,000 NOT $20,000. … and all the time you could have sold him a Cadillac had you known he was looking. Or, said another way, Trout will NOT bite on cheese bait and Cat Fish will not bite on a fly… Decide what market you would like to go after and build from there. Smile – Bob

Hi Scott: Merry Christmas! I loved the audio. It was well worth listening too. I too had some people tell me that they could go to Wal-Mart and get a cheaper price, I said to them go ahead. But remember you are getting a Professional Photographer with me, and with Wal-Mart you only get what they call photographers. This was the BPW photoshoot we did. I explained that I could do better photos and do better in way of giving a “free” photo with an order. Which I make it a practice of always giving at least one free photo to a customer, this I learned from you earlier on. It works great, the people that had their pictures done for the BPW fundraiser were happy and have been giving me free advertising ever since. Thanks so much for all you do, I love your products!

Hi Scott,
I got the NPB training and props package and it was well worth the money. As you always say, “over-deliver”, which you did with the package. I’m convinced if we take your advice, our business may grow slowly, but it will grow steadily. Those people looking for the cheapest deal are not loyal to Sears or Walmart or whatever. If one raises their prices, the customer will go somewhere else. They are not the customers you want. Not until they realize you provide more value. Then they are yours. Best wishes, Merry Christmas and Happy Happy.

Stefanie is so right. I worked for that company for 10 years. I worked my way up from an associate all the way to a DSM. So i’ve seen and heard it all from every angle. Its very easy to set yourself apart from those companies more than ever. Since they went digital in ’05 “Sears” and “08 for Walmart. Nothing has changed except for price. 90% of the backgrounds are still the same and then there are limits to them.. I have had my own business for alittle over a year, most of my clients that I had at that place come to me for business. Business is way down for both of those companies.. I wonder why?

Terry

Great information, and that is what being unique in what you do is what others can not do. And that brings people to you for your service. Thanks Again Scott.

Mike

Hi Scott. As an ex.Quality Assurance professional I’ve always maintained two rules. Never knock the opposition to your clients…and always treat your clients as if they were the only ones you have.
This end of the world we don’t have Walmart, but do have some real smart companies offering excellent “Packages” at super low prices.
The crunch comes when you want something different than the package…that’s where we (your students) come in. We will “bend over backwards” for the customer…and still make a profit…and they will come back because of the service we have provided.
You are so right when you say “Don’t compete with the big boys”. I say use them to your own advantage.
Happy holidays.
Mike

People often ask me if I am expensive,the first thing I tell them is that I am NOT Wal-mart! I then follow with – but I dare you to go into Wal-mart and not spend a pretty penny. Usually I get a You are right! Anyone who has EVER had protraits done either Wal-Mart or Sears knows they are competitive with the privately owned studios. Same with JCPenney Portraits & Target which are owned by Lifetouch whom I worked for in the church directory capacity. Nobody works to give their work away, everyone wants to be paid what they feel they are worth just as the clients wanted to be treated well and feel special….GREAT advice!

Ken

Scott: You advise is so right and you practic what you preach. You give us ( your customers ) more than they expect. You always share your knowledge and not wanting money in return. You are in a business to make money but you understand a lot of us are just starting and you are very generous with your knowledge because you know if we success, you succeed. I\’m losing my job in April so I am going to pursue my passion as a full-time photogrpher. Not sure of what niche I will go into, but I am torn between a couple. I plan to take you flash course next week. Thanks for discounting it. That really help. All the best in 2011